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Dr Martens

Art direction and visual guidelines development for global campaign Tough as You '21

Refining the Tough As You
art direction to become more contemporary and authentic.

Art Direction & Lead Designer

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Imperfect and real energy to bring DM's look and feel into a digital realm.

Less is more.

Aiming at telling authentic stories without being overshadowed by over branded nor polished content.

 

Through a process of reduction and by shifting from a tactile aesthetic into an emergent and digital approach, the art direction explored how type, colour and graphics would bring a more attainable and fresh look while maintaining the unique Dr. Martens’ visual core.

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